What is interesting that KNX-FM had a small bounce in their ratings and then seemingly settled back down. It may have because it was something "new and novel" in the KNX listener universe and then the "newness" disappeared.
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L.A. Radio Ratings May 2022
- Thread starter pjc1961
- Start date
It's far more likely that this kind of wobble is due to the issues of the last two years that have affected Nielsen's ability to keep a totally balanced panel and to provide new panelists with meters when they join. This causes some rather extreme weighting of some panelists and that caused bigger than normal wobbles.
I know in smaller markets, we can get away with having bad ratings. And many advertisers will still buy because of the brand name of the station. is that the same in L.A.?
9th in LA is definitely in the winner’s circle. About all the top 20 are strong billers and nicely profitable.
I thought we said they didn't weigh the metered markets!
Time will tell if it is a net positive or not, but also consider that the simulcast is a hedge against the further decline of AM which would deeply affect KNX if it were only on 1070.
Being on 97.1 and that being the primary signal gives KNX a big shot of new blood and also provides a much more compelling sales story going forward.
K.M. Richards
Program Director, The Eighties Channel™
In all markets, Arbitron has to weight the response data against the actual population breakouts. PPM or diaries, still needs to be done to provide as accurate a picture as possible.
I am pretty sure it is Nielsen that is doing the ratings these days.
A panel that is perfectly balanced on all stratification variable does not need weighting as it is designed to mirror, in miniature, the entire market.
However, the reality of panel non-complying households, inability to provide meters to new households and other logistics issues has made weighting rather extreme in the last several years.
Normally, minimal weighting will be done to compensate for periods where a few there is unexpected turnover in the panel and no instant replacement available. Today, it is widespread.
The Canadian research company, owned by broadcasters, called Numeris, pre-recruits panel and has them ready and installed so there are no transition or imbalance issues. Home - Numeris
A lot of us who go back to use of Arbitron in the later 60's or 70's still accidentally call the radio survey "Arbitron".
I did my first diary review in Beltsville in 1970. It is really hard to not call the service Arbitron.
Yet they bill almost identically.
Keep in mind that KRRL is predominantly Black in cume, while Power has an Hispanic majority. They appeal to slightly different ad targets.
Advertisers who use ratings don't buy cume or TSL. They buy AQH persons or rating (which are the same thing) and set prices accordingly.
In larger markets, direct accounts still buy based on the owner's personal preferences... as well as surveys of customers to determine what stations customers listen to, what websites they visit, etc.
Stations price in proportion to audience size. There are plenty of second tier stations that do very well with controlled expenses and more affordable rates.
For example, Liberman did very well with radio in LA for three decades based on cheaper rates, lots of direct sales and moderately good ratings.
K.M. Richards
Program Director, The Eighties Channel™
You're right. Brain freeze while typing.
Thank you, K.M., I was thinking of weighting for Hispanics, for instance.
See what happens when you go on vacation.
I have always thought they listen for both. Because that's what I've always listened for. Entertaining hosts with a great selection of music translates into good ratings. Although I also know many will disagree with my take on this.
K.M. Richards
Program Director, The Eighties Channel™
No, I think that's a reasonable take from a listener perspective. You'll obviously choose your primary station (and a couple of fallbacks) based on a station meeting your own musical tastes, but a good personality enhances the listening experience and will cause you to gravitate to one of your choice stations more often than not.
Personality is often -- although not always -- a factor, especially in morning drive, often in afternoon drive, and for some formats, like CHR, evenings. One could easily make the case that even the snarkiness of Howard Cogan in the liners for "Jack" Adult Hits stations is an enhancement for the audience, even though those are somewhat generic.
On that latter point, I vaguely recall a liner Cogan did for KCBS-FM here in L.A. years ago after same-sex marriage was made legal in California, which was essentially "welcome to the hell that is marriage ... joining the rest of us". I thought that was very witty (and actually LGBTQ supportive, in context). Most Jack listeners would likely feel the same way.
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